EuMo has unveiled a strategic brand repositioning and packaging redesign for Relstar, the consumer lubricant brand from Reliance BP Mobility. The Mumbai-based design intelligence firm developed the new platform, Driven by More, to help Relstar stand out in India’s highly competitive lubricant market while building stronger relevance with value-conscious consumers.

The transformation will roll out across Relstar’s automotive and industrial lubricant portfolio, covering more than 140 product variants across three price tiers and 13 segments. For a category where consumers often make decisions in busy retail environments, the redesign is intended to make product navigation faster, clearer and more emotionally engaging.

Packaging plays a critical role in the lubricant sector. It must communicate performance, application, trust and value within seconds, often to mechanics, fleet operators, retailers and everyday drivers comparing multiple similar products on crowded shelves. EuMo’s work addresses this challenge through a unified packaging architecture that creates consistency while allowing clear differentiation between products.

In technical categories such as lubricants, packaging must do more than look attractive; it must simplify choice, signal quality and create confidence at the point of purchase.

The new Relstar packaging system is built around a stable structural frame that can accommodate technical information, product claims and large-format vehicle or machinery imagery. This approach allows the brand to maintain a recognisable identity across the portfolio while showing each product’s intended application, from automotive use to industrial machinery.

To improve shopper understanding, each of the three price categories is identified with a distinct colour band. This helps consumers and retailers quickly separate tiers, improving shelf navigation and supporting more efficient merchandising. In a portfolio of more than 140 variants, this level of visual organisation is essential to prevent confusion and reduce purchase friction.

The design also uses vibrant imagery of vehicles and machinery to connect the product with real-world performance. These application cues make it easier for users to identify the right lubricant for their needs, while subtle backgrounds help control visual clutter. The result is a packaging system that aims to balance technical clarity with emotional appeal.

• Portfolio clarity: a unified layout supports easier navigation across 140 product variants.
• Tier recognition: colour bands help identify price and performance categories quickly.
• Brand recall: the new Arm of Star device creates a distinctive visual signature across packs.

One of the most important elements of the redesign is the introduction of the Arm of Star, a dynamic star-shaped motif that adds movement and energy to the packaging. The device is intended to become a memorable and ownable brand asset, strengthening recognition across different product sizes, applications and retail formats.

The broader Driven by More platform is based on the insight that value-conscious customers are not motivated by price alone. They are also driven by aspiration, reliability and the desire to get more from the products that support their vehicles, equipment and work. EuMo has translated this idea into a packaging system that presents Relstar as practical, performance-led and emotionally relevant.

Shanoo Bhatia, Co-Founder and Creative Director at EuMo, said the opportunity was to build a stronger connection with the people who rely on Relstar products every day. She described the Arm of Star as a distinctive asset that brings the brand idea to life while creating a visual signature that can scale across the entire portfolio.

For packaging designers, the project underlines the importance of architecture in large technical portfolios. When a brand has multiple tiers, applications and pack formats, design consistency becomes a commercial tool. It can reduce decision-making complexity, support retailer efficiency and give the brand stronger visibility against established competitors.

The Relstar redesign also reflects a wider trend in emerging markets, where value brands are investing in more strategic packaging systems rather than relying only on price communication. Consumers may be cost-conscious, but they still respond to clarity, confidence and a sense of progress. Packaging is often the first place where that repositioning becomes visible.

EuMo’s work for Relstar shows how packaging can act as both a navigation system and a brand-building platform. By combining structured information, colour-coded tiers, application imagery and a distinctive graphic asset, the redesign aims to help Relstar compete more effectively while making the buying experience easier for customers and retailers alike.

Image concept: a retail shelf of Relstar lubricant packs showing colour-coded price tiers, large vehicle imagery, the Arm of Star graphic device and a consistent packaging architecture across automotive and industrial lubricant variants.